M&S has begun selling Clarks shoes on M&S.com and in eight UK destination stores. This latest brand partnership under ‘Brands at M&S’ is part of the retailer’s strategic shift from ‘special occasion’ clothing and footwear to everyday style and value. This strategy means growing in kids’ casual categories alongside continued focus on school uniform.
Whilst M&S focuses on several aspects of schoolwear, it has taken the opportunity to introduce a footwear specialist alongside its own range. As part of its brand strategy it is trialling a partnership with school shoe retailer Clarks for 2021.
Clarks’ bestselling school shoes will be available on M&S.com and in eight M&S destination stores.
This month, M&S will launch a major Back to School customer campaign focusing on being the “go-to” for sustainably sourced schoolwear; offering “innovation and value, now with the added bonus of Clarks school shoes”.
This year for Back to School, M&S kidswear has put a renewed energy into making it easier to remember the “extras”, with items such as new socks and vests harder to miss when shopping on M&S.com.
As part of this focus on a complete offer, M&S is also boosting its accessories range by introducing the brand Hype. Hype’s range of school bags and water bottles will available on the M&S platform this summer.
Weekend Style
As part of reshaping M&S, the retailer is focusing on being a destination for kids’ casualwear as well as school uniform. For this reason, the partnership with Clarks will also include a selection of daywear shoes.
Clarks joins the kidswear brands already live on M&S.com (Ben Sherman, Original Penguin, Elle Junior, Russell Athletic and Havaianas). Little Joule, JACK & JONES JUNIOR and Somebody’s Child (the new kidswear range from Nobody’s Child) are also set to join the M&S Family this summer.
These new brands will sit alongside M&S’s growing kids’ casual range including its ‘3 for 2 bundle deal’ on basics and popular character ranges such as Harry Potter and Mr Men Little Miss. This summer, when purchasing for Back to School, customers will also be able to buy into the newest character range from M&S – Space Jam 2.
Commenting is Jill Stanton, director of M&S Kidswear (Womenswear & Beauty).
“For millions, an M&S uniform with Clarks shoes is a rite of passage. So, we’re making it even easier for parents by offering the option to purchase these together on M&S.com, as well as in eight of our destination stores. Our kidswear mission is to remain the “go-to” for Back to School whilst growing our daywear offer and that’s all about being more fun for everyday; more comfortable, more colourful, more casual.
“As part of this, we have a great opportunity to introduce curated brands to complement our offer. From our exclusive “mini-me” Ghost dresses, which have been flying off the shelf, to the new brand from Nobody’s Child – Somebody’s Child. It’s a really exciting time for M&S Kids. We’re looking forward to hearing our customers’ feedback, from both parents and kids.”
M&S Kids is growing ahead of the market with a market share of +0.5% versus pre-pandemic. It is now the third biggest online kids’ clothing website in the UK.
